Many companies have employed controversial marketing campaigns to generate interest in their products and get people talking about them. This sort of marketing, however, is not suitable for all brands. Before becoming involved, think about if your business or product is appropriate for this sort of promotion.
Many brands believe that controversial marketing is the most effective technique to make an impression on the audience because consumers desire something controversial that will spark debate and discussion.
In this post, we will go through different approaches to controversial material and how to figure out which one is best for your business:
What is Controversial Marketing or Controversial Advertising?
Shock advertising is another term for controversial marketing. This means that the brand intentionally offends or surprises its audience by violating social, personal, and moral norms.
Brands use controversial marketing to break through the clutter of modern advertising and create a buzz and capture the attention of the audience, even if the method is not very correct.
Shock advertising or controversial marketing is not only all about raising brand awareness; but the brands must think of drawing attention to a public service issue, a health issue, or a social cause.
For instance, adverts urging you to wear your seat belts or using visual elements to urge you to stop smoking are fine examples of how controversial marketing. This suggests you can draw more attention to a charitable purpose rather than creating pointless controversies.
This type of marketing employs disconcerting and consensual visual images or video depictions that may be offensive to a particular segment of the viewing public.
This type of advertising may also include provoking or daring messages that may confront folk’s conventional understanding of the issue.
These advertising campaigns not only criticize people, but they may also frighten them away by using fear tactics to convey a message or sell things.
How Does Controversial Marketing Work?
The goal of controversial marketing, like every other marketing plan, is to boost revenue, promote awareness, and remain profitable. But what motivates an advertiser to take such a threat to enhance their brand, or is it sometimes financially viable?
Controversial marketing may or may not be fruitful, but one thing is certain: it delivers a brand’s tremendous popularity. It could be in either a positive or negative light.
There are two sides to every story, and likewise, there are two types of viewer perspectives. One can be in favor of the matter that advertising agencies raise in advertising, or one may not willing to like the subject.
What Controversial Marketing Can Do?
This brings us to one of the most essential parts of the discussion. With everything that was said about controversial marketing, we have to understand how and where it is having a significant impact on manufacturers, and whether there is any positive influence at all. Here are some advantages of controversial marketing.
Creates a Buzz
Although it is accurate that there’s no such thing as bad publicity, the primary objective of controversial marketing is to incite controversy. A marketing campaign that is surprising, unforeseen, or politically incorrect will always encourage controversy, which can help you generate the sense of excitement you need to break through into the noise.
Draw Public Attention
Building controversial marketing is all about making the audience react and influence their purchasing behavior. Every human being has a natural attraction to controversy or something provocative, or at the very least something that deviates from the social conventions.
When brands conduct thorough research and focus on one area that will cause controversy, regardless of how many sections of society are harmed, we get an efficacious surprising advertisement. And that’s what makes the company a topic of conversation among its intended audience.
Elicit Strong Emotions in Public
That is the goal of a brand when creating a controversial marketing strategy. A shocking commercial catches people off guard, and that’s when strong feelings or thoughts are prompted in them. The responses may be severe, respectively favorable and unfavorable, but this indicates that people are becoming aware of the brand. That is the main objective of every brand. When people have strong opinions and speak about a specific brand or propaganda, it instantly boosts the revenue of that brand.
What Controversial Marketing Can’t Do?
The most serious disadvantage of controversial marketing is that it can end in disaster. You’ll have to pay if you didn’t do your assignment properly and rushed out a controversial ad. You can reduce this risk by thinking about everything and what can offend people.
Ability to Offend People
Specific groups are offended by offensive content by definition. Not everyone will be pleased if a brand questions the status quo or pushes the envelope. We also exist in a world in which PC culture is prevalent and people appear to be more susceptible than ever before. Because of the rise of social media marketing, this can gain momentum into an eruption of angry tweets, comment threads, and texts before you recognize it. Even if the offense was purely accidental, this can occur.
Harmed the Brand’s Reputation
A single promotional campaign can help or hinder your company’s reputation. Do you recall Pepsi’s devastating Live For Now advertisement? The main video, featuring Kendall Jenner, was confronted with underplaying the Black Lives Matter movement, affecting the brand’s significant humiliation. The video was widely mocked, and Pepsi had become the national joke on the internet. Pepsi smartly ended up pulling the ad and issuing a formal apology within 24 hours of its release. So, before you get there anything, think about the likely repercussions for your brand’s reputation.
You may also face legal action if you start advocating for something that is illegal under the law.
How to Create Effective Controversial Marketing Strategies?
Marketing practices are becoming highly problematic as the world is becoming more politically contentious. It is difficult to build a controversial campaign, however, the final outcome will almost certainly be strongly popular.
The most important step in organizing a contentious campaign is determining whatever you want to accomplish with it. What is the ultimate goal? What kind of message would you like the to convey? If you do want your advertising to go viral, start concentrating on just being exciting and dramatic at the same time.
Some advertising campaigns are so severe that they can elicit intense reactions from the general public, whether right or wrong. When attempting this technique, be cautious since it can end up backfiring if not done right.
Tips for Enacting Controversial Marketing Tactics in Your Business
The first stage is to evaluate what your company stands for and what sets it apart from the competition. For instance, you could state that your business opposes the current administration but endorses equal legal rights, or that your corporation upholds equality but advocates for global sustainability options. You can also assert that your business gets no political positions. These are just a few instances of what you can speak about your company.
You must then determine who will be affected by this controversy and why they will be affected. Survey folks in your team to find out how this declaration will affect specific types of people and why they will care about it.
If used correctly, controversy can be used as a marketing tool. The controversy should provide a comparative benefit, but it needs to be practiced with caution.
- Determine the controversy and the intended audience.
- Evaluate your brand’s purpose.
- Determine how you hope to accomplish this goal.
- Come up with strategies that can impact the audience
So, Is Controversial Marketing a Worthy Marketing Strategy?
As moral marketers, we believe that controversial marketing is worthwhile. This is particularly true when attempting to make a bigger statement. If done correctly, you will capture a wider and more engaged workforce. They will be more committed to the brand. You could also be contributing to the modest but important changes that marketing contributes to social equality and environmental exposure. Controversial marketing is most effective when it is purposefully controversial and yet matches up with your brand. Campaigns that underperform are usually the result of:
- The business is coming on board.
- Its internal business culture issues
- Or is simply tone-deaf.
This is not something to do haphazardly, however, the outcomes can be rewarding.
Each day, countless numbers of multi-media storylines overflow our imaginations in this digital realm. The stories we keep in mind, on the other hand, capture our interest even though their subject matters are controversial and purposefully defy our assumptions.
Individuals and businesses use controversial marketing or “Shock Marketing” strategies hoping that their controversial operations or marketing techniques will pique the attention of a large number of fans and that word spreads faster than traditional news items. This allows individuals to reach a larger audience and strengthen their business or personal brand.